Notion

The Challenge

Notion is the first-ever intelligence layer for email. It filters, highlights, and prompts you to focus on what matters most in your inbox. The challenge was to create a brand experience that communicated approachability and simplicity of use, as opposed to intrusive, coldly technological, or overly complicated. We kept that front-of-mind as we built out this new brand from scratch.

Our Approach

We designed for Notion a brand experience to tell the human experience behind the products they build. Visuals reflect the intelligence of the technology without overwhelming the consumer. We gave visual recognition to the uniqueness and excitement of Notion’s game-changing products, while balancing consumer trustworthiness. The parent brand experience is versatile enough to pair well with existing and future child brands. Care was given to avoid anything that felt corporate or cold; we leaned instead toward a friendly and approachable aesthetic.

The Logotype

The logotype is built from custom letterforms and leverages a special treatment on the last “N,” to bring information storytelling to the forefront. Email information that was formerly concealed is now being revealed.

Parent Brand

The new brand system leverages a unique and comforting color palette; an inviting mark for the child product paired with a more serious touch for the parent. The parent mark speaks more to the intelligence aspect that will be woven through all of the Notion products, giving a nod to both the “N” of notion and a human fingerprint.

Giving a nod to both the “N” of notion and a human fingerprint.

The Product Brand

The use of the smiling envelope tells a big story with a few simple shapes. Most people spend an average of 2.2 hours a day on emails. Notion’s goal is to make that enjoyable, allowing you to see what matters most and get back to life. The smiling envelope communicates how Notion helps people love email again.